Download Advertising

Introduction to
module
Aim
 By the end of the lesson
students should understand
the module objectives and
have a basic understanding
of marketing
communications.
Objectives
 Have a basic understanding of the module
requirements.
 Understand the assessment criteria of the course
 Differentiate advertising and promotion
 Discuss marketing communication
 Explain at least 1 communication model
 Discuss promotion mix
Module Outline
This Module is designed to provide students with a
basic understanding of the key areas of advertising and
promotion as part of an integrated approach to
marketing communications.
Students will develop the ability to determine specific
promotional activities in response to target audience
and other stakeholders’ characteristics, and to apply
and justify appropriate promotional mixes within a
strategic and tactical framework.
Module Content
Marketing Communications – communication
process, organisation of the industry, current trends,
the impact of ICT
Advertising – role of advertising, branding, creative
aspects of advertising
Below the Line Techniques – primary techniques
Integrated Promotional Strategy – budget
formulation, promotional techniques, developing a
promotional plan
Learning outcomes
Recognize the scope of marketing communications
Describe the role and importance of advertising
Recognize the role of below-the-line techniques and
how they are used in a chosen business
Define an integrated promotional strategy
examine the structure, role and relationships
between parties in the communications industry
Cont…Learning outcomes
Demonstrate how advertising can be designed to
differentiate, remind, inform and persuade
Distinguish between the characteristics and
objectives of the various below-the-line
promotional techniques
Analyze the principles and process of campaign
management
Assessment
50% Written proposal Individual proposal for a promotional
campaign(KU1, KU4)
50% practical Students to work in groups to design a
promotional campaign with supporting written evidence for
their chosen organisation (SQA2)
What do you know about marketing ?
Basics
What do you think the difference is
between advertising and promotion?
Both advertising and promotion are types of marketing,
involved in getting information about a product out to
the buying public.
Advertising
Is usually undertaken by mid- to large-level firms, which
come up with cohesive messages that help strengthen
the brand and aim to build long term sales.
Advertising is the non-personal communication of information
usually paid for and usually persuasive in nature about
products, services or ideas by identified sponsors through the
various media."(Bovee, 1992, p. 7)
Promotion
Is a more short-term strategy. Although brand-building may
occur as a result of promotions, it is not the point. The only
real purpose of a promotional campaign is to build sales in
the short term, either to move a company back into the
black, to build capital reserves for expansion. Promotions
include things like two-for-one specials, coupons in the
local or regional paper, free samples, or special in-store
events.
Communication
Communication
Is the activity of conveying information through the
exchange of thoughts, messages, or information, as by
speech, visuals, signals, writing, or behaviour.
Task 1
 What comes to mind when you see this advert,
 What message was instantly communicated at a
glance?
 What other message did you get after a good look?
 Is it a good communication media?
 Who do you think is the target audience.
The communication process
Prime aim of communication in advertising and
promotion is to influence consumer buying behaviour
To understand this, marketeers refer to models of
communication to help them develop good framework.
 Effective Communication
 All communications, intentional or unintentional, have
some effect. This effect may not be always in
communicator's favor or as desired by him or her.
Communication that produces the desired effect or
result is effective communication. It results in what the
communicator wants
Communications models Kotler
Communication models Lasswell
Communication should answer the following
questions:
Who?
Says What?
In what channel?
To whom?
With what effect?
(Lasswell, Power and Personality (1948))
Effects of marketing communication
Promotion Mix
Consists of the specific blend of advertising,
personal selling, sales promotion, and public
relations tools that the company uses to pursue its
advertising and marketing objectives. The five
major types of promotion are
Advertising:
Any paid form of non-personal presentation and
promotion of ideas, goods, or services by an
identified sponsor.
Personal selling:
Personal presentation by the Firm’s sales force to
make sales and build customer relationships.
Sales promotion:
Short-term incentives to encourage the purchase or
sale of a product or service.
Public relations:
Building good relations with the company’s publics by
obtaining favourable publicity, building up a good
“corporate image,” and handling or heading off
unfavourable rumours, stories, and events.
Direct marketing:
Direct communications with carefully targeted individual
consumers to obtain an immediate response—the use of
mail, telephone, fax, e-mail, and other non-personal tools
to communicate directly with specific consumers or to
solicit a direct response.
AIDA
 AIDA is an acronym used
in marketing and advertising that describes a common
list of events that may occur when a consumer engages
with an advertisement
Response hierarchy models AIDA
A
- attract customer(s)
I
- promote interest
D
- create desire
A
- complete action
Problems with communication
Noise and selectivity: how can the sender get
their message through to the receiver if receiver
being bombarded with several communications at
one time?
Selective attention: how can the sender ensure
their message catches the eye of the receiver,
despite surrounding noise?
Problems with communication
Selective distortion: Communication can change
and/or be distorted by the time it reaches the
receiver – also, receiver may hear/see what they
want to hear/see
Selective recall: How can the sender ensure their
message is recalled as the message of choice?
Noise
 Communication noise refers to influences on
effective communication that influence the
interpretation of conversations. While often looked
over, communication noise can have a profound impact
both on our perception of interactions with others and
our analysis of our own communication proficiency.
 Forms of communication noise
include psychological noise, physical
noise, physiological and semantic noise.
 Give examples of what you would class as noise in
advertising or promotion of a product.
Structure of advertising and promotion
industry communications
Advertising
Agencies
Media
Suppliers
Industry
Suppliers of
Promotional
material
Client
Companies/
Advertisers
Task
Task Purpose
Get learners in the marketing frame of mind.
 Assume you are a group of marketing executives in a company of your
choice devise a basic advertising strategy stating.
 Who the advert is for
 How would you communicate your advert?
 Why you have selected the chosen media.
 What would you include in advert?
 What would you leave out?
 How would you ensure that effective communication has occurred?
 Apply AIDA
Objectives
 Have a basic understanding of the module
requirements.
 Understand the assessment criteria of the course
 Differentiate advertising and promotion
 Discuss marketing communication
 Explain at least 1 communication model
 Discuss promotion mix
Home task
 Research the Following
 Advertising agencies types and their role.
 Services offered by advertising agencies.
 Structure of Advertising agency
 Parties involved in advertising.